Researching Your Market

6. Professional Help

6.1 For any kind of market research, particularly in the case of surveys, consider using a market research company or a marketing consultant.

• Specialists have the time and the expertise to do a good job.
• Customers sometimes find it difficult to voice complaints to the supplier of the product and may also worry that you are trying to sell them something.
• You may find it difficult to be impartial.

6.2 An inexpensive alternative to using a marketing company is to employ an individual to do the work for you.

• You might ask someone suitable to carry out a telephone survey, for example. This approach will only be successful if the survey is simple and well thought-out.
• Provide a briefing and make sure the person fits the image that you want to convey to potential customers.
• Remember that street interviewers need local authority licences and identity cards.

6.3 Industry associations can offer further advice on using professionals.

• Visit the Chartered Institute of Marketing website.